Cannes Lions 2019: Insights from the Creative Effectiveness winners

Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
  • There is a trend for brands to invest in highly creative short-term initiatives alongside everyday marketing activity; however, brands must take care that these initiatives drive long-term strategy.
  • Participation was underpinned by social and PR to include consumers with the brand, such as It’s a Tide Ad which encouraged consumers to create their own content, based on the Super Bowl campaign.
  • Customer experience is not confined to digital channels; several campaigns used a physical presence to connect more effectively with audiences, such as Grand Prix winner Carrefour’s Black Supermarket....

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